2 Overview/Summary of SuccessOur strategy for success is three tiered with the ultimate long term goal of establishing Atlanta as the key sponsor of innovation.Provide a mobile charging station service to elicit a sense of security and reinforced reliability of the range of electric vehicles.Our marketing message will be, “it’s a lifestyle not a car”Host a competition for a universal battery

3 Current State of Electric Vehicle Penetration around the worldDenmarkThe first location BetterPlace tried their battery swapping stations.Now a test market for a company called Nuwe allowing electric vehicle (EV) owners to sell energy stored in their EV batteries back to the grid. Estimated profit being $10,000 over the lifetime of the car.IsraelBetterPlace Vehicles (see link below)The goal in Israel, endorsed by the Israeli government, is by 2020 to have Israel be an 100% oil free country.Electricity/battery swapping price is locked for 4 years, less than the gas to get the vehicle equivalently far.TokyoTaxis are electric using only one replacement station in the city. The cars ran for 9 months/24 hours a day.

4 Best Practices in USThe Obama Administration has an aggressive stance on electric vehicle promotion, aiming for one million EVs on the road by 2015New York CitySan FranciscoPlanNYC aims to reduce vehicle emissions by 44% by 2030Extensive study done by NYC government and McKinsey deciding that NYC had a significant population ready to purchase electric vehiclesResearch showed that the early adopter population will outstrip the available supply of electric vehicles in NYC for the next five years and possibly moreFirst wave of electric car buying was December 2010The population is extremely “green” so electric vehicles caught on fastNow building codes require new structures to be wired for car charging stations.Threat of overworked power gridsState government installed free car chargers throughout the city this May

5 What is driving consumer demand in Atlanta?Consumer demand in Atlanta is better answered by breaking this down by demographics:Environmentally Friendly:Anything green, even if it costs more. They sleep better at night knowing they’re being good stewards of the environment. EVs are attractive purchases regardless of price.Middle and lower upper class families:Saving money for college, vacations, etc. practicality and economy over environmental fadYoung professionals:If the BMW EV is affordable, then they’re all for it! Cautious about money, but more into brands and conversation pieces.Primary Target MarketClassified - Internal use

6 Implementation Plan for AtlantaPHASE 1Billboard campaign with slogans like “What’s an EV?” (picture of a car); “I can fuel up with electricity?” (Picture of iPad with the recharge app); “I would have that in my garage?” (picture of the home recharge station)…all of this with line that advertises the EV Day at Piedmont ParkCity of Atlanta in concert with Nissan, Toyota, BMW, Mitsubishi and other hybrid and Plug-in Electric Vehicle (PEV) companies sponsors an “EV Day” in Piedmont Park, offering test drives and informationMassive mailing campaign to target marketCommercials about cars and PSAs about public charging station installationsPHASE 2Test drive Saturdays (one Saturday a month) at participating car dealershipsGE has added Atlanta to their EV tour – EV Charging Infrastructure initiativeThen, for those even more interested, there will be an Electric Car show at the Georgia World Congress Center showcasing all available models of electric cars, including lesser known models that originate from Europe. Along with all charging station prototypesCharging station manufacturing and installation to be given to an American company, ideally a smaller Atlanta based company, to stimulate jobs locally. Contract to be given to best creator/implementor and employee training to be subsidized by Federal grant.

7 Prototype map showing range of EV charge in the Atlanta Metropolitan Area

8 Perks for EV OwnersHOV lane allowance – Owners of electric cars can file for a decal that will be provided from the Georgia Department of Driver Services.Free parking – once decal has been provided, electrical vehicle owners do not have to pay metered parkingFree customizable license plateFree home charger installationFree MARTA accessStreamlined vehicle registration

9 What role does the City play?City forms partnerships with car manufacturing companies by offering to buy a fleet of their cars in the coming years for various state and local officesPark authoritiesTransportation authorities – MARTA policePoliceAuto insurance cars such as ProgressiveCompany cars for large corporationsSchool vehiclesInvest in manufacturing and the R&D componentProvide grants to universities for Research and DevelopmentSpecial investment savings bond for infrastructure developmentCity and state gives discounted or subsidized prices for land to be purchased for battery changing stationsCreation of a state run (or privately held, but state sponsored) organization to handle all aspects of the electric car – funded by percentage of tax dollars and federal Electric Vehicle research grants

10 Outline roles for various infrastructure providersResearch and Development is initially key. We need to have things developed and on the streets before electric cars can gain popularity.Building of battery swap stationsCreation of charger metersChargers in office parking lots and public areasDevelopment of power grid to smartgrid technology to handle increased load

11 Outline roles for various vehicle manufacturersPrepare to deliver and manufacture carsManufacturers will be provided a timeline from the cityMake the cars accessible and easy to test driveMarch 1, 2013January 1, 2013July 1, 2012January 1, 2014March 1, 2012January 1, 2012Sales reach 50,000Initiate Phase 2 of educational campaign, kicked off by the EV Day in Piedmont ParkCompetition winner announced and plan initiatedInitiation of Phase 1 of the Metro Atlanta education campaignGrant money acquired and competition for universal battery announcedEV Plan of action adopted

12 Outline roles for various other businessesOffer special parking spots for electric vehicles. Example: Supermarkets – just beyond the handicap spots needs to come about 2-4 EV spots.Creation of an “app” that links to Google Maps, GPS and phones to show where charging stations and battery replacement stations are locatedCall center to help with electric vehicle questionsCreation of a training course for mechanics and electricians that are then approved by the state to handle electric vehicles.Classified - Internal use

13 Consumer Marketing It’s a Lifestyle, Not a CarConsumers: Target market middle aged to older males and soccer momsHigher than average incomeLow weekly mileage, lots of little tripsMost have garages (to recharge)Urban and suburban areasStudies show people who purchase electric vehicles are already predetermined to without the need of incentives, thus in marketing campaign, no need to stress rebates.Three part campaign: (1) planning (infrastructure)– advertisements regarding infrastructure and electric cars (2)practicality of electric vehicles (3)popularity of the “green” eco friendly lifestyle.

14 MarketingInfrastructure – There will be a competition and bidding between big innovation companies to compete for Atlanta contract to build public charging stations.Car manufacturers – not a significant marketing push to them, except to keep companies in the loop about what the community is learning about electric vehicles, thus allowing them to be prepared for increased demand. Atlanta will support their marketing strategy.What’s an EV?I can fuel up with electricity?I would have that in my garage?Spreading the mentality that this is the “Wave of the Future. Jump on now and establish yourself as a leader in this community.”

15 Barriers of adoption within AtlantaLack of knowledgeInherent apprehension to purchase the “unknown”Price and affordabilityCurrently there is a Federal Tax Credit of $7500 (max $60,000 vehicles per manufacturer)Currently it’s the lack of charging stations and infrastructureLack of mass produced vehicles to meet rising demandRangecurrently electric vehicles can only drive miles before needing to recharge. Consumers want 300 milesConvenience to chargeStandardization of battery and charge plug ins between electric vehicle manufacturers

16 Plans to address these barriersNo property tax on vehicleCreation of Nissan/Chevy/BMW/Ford electric vehicle manufacturing plant in GeorgiaJob creationIncrease in per capita of vehicles available

17 Funding Funding from: Companies Federal research grants TaxesMore efficient use of already available tax moneyVolunteering effort by the communityDeal: if you help with publicity efforts you get 15% off your electric vehicle purchase

18 Success Streamlined strategy:Marketing and Education campaignSponsor competition amongst intellectual and engineering community for universal car batteryThe study, Exploring Electric Vehicle Adoption in New York City, found that early adopters of electric vehicles would likely purchase the entire supply of available vehicles over the next five years. Atlanta needs to capitalize and prepare for this demand.

19 Long TermThe future of electric vehicles are changeable batteries, ideally a standardized battery in every electric vehicle which will allow for a two minute battery swap.Battery power will also improve as technology progresses. Currently there are federal grants in use to promote the use of this technology.The money invested now in this industry will allow Atlanta to establish itself as an industry leader worldwide.